패션제품의 상징적 소비성향에 따른 브랜드 애착과 브랜드 충성도와의 관계 = The Relations between Brand Attachment and Brand Loyalty with regard to Symbolic Consumtion Propensity toward Fashion Goods

다국어 초록 (Multilingual Abstract)

(Abstract)


1. There are differences in symbolic consumption propensity toward fashion goods -uniqueness, social face sensitivity, and materialism-, brand attachment-brand love, brand care, and brand knowledge- and brand loyalty, depending on demographic variables such as ages and the monthly expenditure for fashion. There are significant age differences in symbolic consumption propensity toward fashion goods, brand love, and brand loyalty; that is, the younger the subjects were, the higher their brand loyalty was, and the older they were, the higher their brand love was. Uniqueness, materialistic consumption propensity, brand love, brand knowledge, and brand loyalty showed the significant differences depending on their monthly consumption expenditure for fashion: The more they spent, the higher all the categories were.

2. Uniqueness and materialism out of the symbolic consumption propensity toward fashion goods had positive effects on the elements of brand attachment such as love, care, and knowledge. In terms of brand love, creative uniqueness and possession success materialism showed the positive effects. Possession success materialism had relatively more effects than the creative uniqueness. Only creative uniqueness showed the positive effects on brand care, and creative uniqueness and possession success materialism had the positive effects on brand knowledge. The creative uniqueness relatively affected more than possession success materialism.

3. Brand loyalty was influenced positively by social face sensitivity and materialism among symbolic consumption toward fashion goods. Social face sensitivity for personality and materialism as a means of success influenced brand loyalty positively, and in terms of their relative influence, possession success materialism showed more effects than social face sensitivity for personality.

4. Brand preference and brand knowledge among brand attachment to fashion goods had positive effects on brand loyalty, and brand preference showed relatively more effects than brand attachment.

목차 (Table of Contents)

• Ⅰ.서론 1
• 1.1 연구목적 1
• 1.2 연구문제 4
• 1.3 용어정의 4
• 1.4 연구의 가정 7
• 1.5 연구의 제한점 7
• Ⅱ.이론적 배경 8
• 2.1 상징적 소비성향 8
• 2.2 브랜드 애착 16
• 2.3 브랜드 충성도 20
• 2.4 연구가설 23
• 2.5 연구모형 23
• Ⅲ.연구방법 25
• 3.1 연구대상 25
• 3.2 측정도구 27
• 3.3 연구절차 34
• 3.4 자료분석 34
• Ⅳ.결과
• 4.1 인구통계적 변인에 따른 패션제품의 상징적 소비성향과 브랜드 애착, 브랜드 충성도의 차이분석 35
• 4.2 패션제품의 상징적 소비성향에 따른 브랜드 애착 40
• 4.3 패션제품의 상징적 소비성향에 따른 브랜드 충성도 47
• 4.4 패션제품의 브랜드 애착에 따른 브랜드 충성도 분석 49
• Ⅴ.고찰 52
• 5.1 인구통계적 변인에 따른 패션제품의 상징적 소비성향과 브랜드 애착, 브랜드 충성도의 차이 52
• 5.2 패션제품의 상징적 소비성향에 따른 브랜드 애착 54
• 5.3 패션제품의 상징적 소비성향에 따른 브랜드 충성도 55
• 5.4 패션제품의 브랜드 애착에 따른 브랜드 충성도 56
• Ⅵ.결론 및 제언 58
• 참고문헌 61
• 부록 70